
You may have noticed that we recently changed some things on the Territory website. For example instead of our old “The Buyer’s Broker” slogan you will now find “Do It Yourself and Save”.
The changes reflect a question that we have debated around the Territory Headquarters endlessly over the last few years: What do buyers prefer, a great agent or no agent at all? It’s our understanding that while buyers love our Territory Guides and the service they deliver - especially our property evaluations - they would still prefer to find a home online, take a look in person, do a little research and then buy a property with minimal amount of negotiation. It seems that in the ideal world Territory home buyers would prefer to avoid dealing with a real estate agent - buyer’s or seller’s agent.
When Marla and I launched Territory we attempted to deliver on this ideal. It’s the reason we branded our agents as “Guides” and it’s why we deliver 100% transparency by displaying every piece of information about a property on our website (no need to call an agent just to get an address!). Our original “Solo” program allowed buyers, who had found homes they wanted to purchase via open houses, to make offers directly through our website using our “buy it” tool. It was a no frills service. We offered no tours, no evaluations and we charged a rock bottom flat-fee of $2,000!
Everything was great except for two things: We were driving cooperating (seller’s) agents bonkers which made them very difficult to work with and it turned out most of our buyer clients actually needed a little more hand holding than they - and we - originally thought. We did some deals this way, fought for the commissions and won, but we were losing buyers by the boatload.
We decided that for the company to succeed we would have to compromise. We upped our flat fee - even experimenting briefly with a percentage based commission - and began offering tours, property evaluations and pretty much anything else needed to get our clients the property they wanted. It worked - today we are closing more than a deal a week and our buyer clients are loyal to a fault - but there was a cost to our compromise. We have turned into the real estate agents - albeit GREAT real estate agents who have saved our clients millions of dollars.
When we first launched Territory we were in a seller’s market, we had well funded competitors in BuySide Realty and Redfin, and cooperating agents were threatened by the idea of web-based competition. Today much of this has changed. We are facing a long term buyer’s market - although, we believe it is always a buyer’s market - BuySide has folded, Redfin has transitioned into a traditional brokerage and most cooperating agents accept web-based agencies as part of the status quo.
Looking out onto this new landscape Marla and I see an opportunity to revisit our original vision: To help home buyers buy without the hassle or expense of a real estate agent. What do you think? Do you prefer a great agent or no agent at all? We’d love to hear the feedback.
Terry Sanford
President - Territory Real Estate